The beauty of affordable quality home living in a business sense comes in good measure from that first descriptor. Affordable! Because manufactured homes are affordable – plus offers quality living – we have a potential advantage any time we are willing to put it to work.
There will always be a segment of the population that wants or needs affordability. During tough economic times, that segment tends to rise. The question then becomes one of reaching out pro-actively to those would-be home buyers and land lease community residents with a marketing and sales program that connects with prospects and works for all involved.
Some owners and pros want to run to the lowest common denominator. Is there a market for the 'bottom' of the entry level market? Of course. So that approach certainly 'works.'
But what makes sense is to reach out to every market segment that manufactured and modular home construction is profitably able to serve.
I've read and heard commentary before which suggests that the only kind of homes factories should sell are entry level or 'community' series homes. Really?
The entry level and 'community' series homes are important markets, yes. Is it the only one? No. In fact, if that is all that factory-builders tried to serve, they would in time be forced to close their doors.
Roughly half of all HUD Code manufactured home construction in the most recent reports are single sections, the other half are those 'big box' multi-sectionals that a handful mistakenly disdain, but which are part of the mix that makes retailers, developers, factories and upscale MHCs profitable.
Listening to All Parties in the Big Tent
Retailers. MHCommunities. Factory-Builders. Lenders. Insurance. Transport and installation. Vendors and service suppliers. Consultants. Associations. True trade publishers. Plus the all important Customer! Each of these – and others such as local, state and federal officials – associated with our industry have a perspective.
Each group's voice deserves to be heard and considered. In fact, within these groups are sub-groups, they all need a voice at the table in the industry's big tent.
I know some retailers – owners and pros who read commentary focused exclusively on communities – and they say, 'you've got to be kidding.' For example, when a self-described expert says we as an industry should abandon 'big boxes' in favor of only community homes, well, such a person isn't thinking about a large portion of the industry's businesses. Nor would factories follow the advice of 'not building' a home they are profiting from.
But the reverse would also be true.
We can't ignore community series homes. With 250,000 to 500,000 vacancies nationally in land lease manufactured home communities, it is an opportunity in disguise that should not be missed.
There are only so many used houses you'd want to buy and place in your community. When you add the cost of refurb into the mix, some factories are at or close to that price point with their entry level product in many markets. Then there is the obvious fact that the home fresh from the factory is new and carries a warranty. In such markets, why wouldn't you buy a new home instead of chasing after the ever more scarce used product?
The point is that when we are mindful of all the options and players, we can structure business plans that provided the maximum benefits to the widest array under the big tent.
Quack!
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Google's dictionary defines quack as follows:
Quack: Noun
1) The characteristic harsh sound made by a duck.
2) A person who dishonestly claims to have special knowledge in some field, typically in medicine.
If the webfoot fits…
Quack quack. If it walks like a duck and quacks like a duck, it might be a duck!
Will the lame duck session of Congress yield a budget deal that avoids the so-called fiscal cliff? Will it yield a piece of fast moving legislation that MHI, MHEC affiliated associations and industry members can attach HR 3849/S. 3484?
We will soon know.
Regardless of who quacks or quacks up, we can position our industry accordingly. Millions of us would hate to see another recession in 2013. But if it happens, remember what we noted above. We can successfully position our Industry and businesses accordingly. Manufactured housing can benefit Americans and thus we can be rewarded.
As we noted in the last Masthead blog post, we know the resources needed for professional and business success are at hand. When we see some thriving, it is a remainder that others can too. Let's not quiver, quake or quack. Let's stay focused on what is needed to advance our cause and that of the millions of current
and new customers we strive to serve. Hope to see you in Louisville! Please see the updates on the See What Others are Saying blog at the bottom of any page on the new Louisville Manufactured Housing Show website for the latest. ##
PS: Check our many Exclusive and Red Hot Featured Articles for November and see the
other new stories and 'Purely Political' cartoons at MHLivingNews.com too.
L. A. "Tony" Kovach
MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle
MHProNews.com = MHMSM.com = Industry News, Tips and Views Pros can Use
Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.
Office –815-270-0500
latonyk@gmail.com or tony@mhmsm.com
http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.
http://pinterest.com/latonyk/manufactured-home-lifestyle/
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Whether you think you can or whether you think you can't, you're right. – Henry Ford
